Social media gaining ground with MA police

Hudson Police Detective Chad A. Crogan said he had to sell the idea of using Twitter and Facebook to his bosses.

"I think social media is such a good tool," Detective Crogan said.

Since the Hudson detective started the two social media accounts in May, he has posted road closings, blizzard warnings and police academy photos. Hudson Police Capt. Michael D. Burks Sr. was not a hard sell. He said he had been pushing for the use of social media but the former police chief, Richard Braga, did not want it.

"I was all for it originally," Capt. Burks said. "I wanted my guys to have it."

Police officers are increasingly in the public eye as more and more police departments interact on social media sites. The Worcester, Fitchburg, Leominster, Barre, Blackstone and Webster police departments, as well as state police, are among many in Massachusetts with a social media presence. In fact, of all the state law enforcement agencies in the country, Massachusetts state police ranked first by far with more than 72,000 Twitter followers. New Jersey state police were second with about 28,000 Twitter followers, according to the International Association of Chiefs of Police's Center for Social Media.

Police who are active on social media routinely post emergency traffic, weather and public health alerts, the newest scams, police logs, interesting arrests and photos.

"We are taking baby steps first," Capt. Burks said.

He said certain things can be tweeted or posted, but the department has not yet posted events in real time.

"I eventually would like us to get to that point," he said, though the department is cognizant of potential legal liabilities. "If we put out we're looking for a blue car and it turns out to be a black car, the defense might use that. It could lead to headaches someday."

Among the many things on his "to-do" list, the new Berlin police chief, Thomas Galvin, wants to take advantage of social media. He began his position last month and has already heard from the public.

"The people want to know what's going on," Chief Galvin said.

The Sterling police Twitter account has more than 2,000 followers, one of the largest percentage of followers in a small town in Central Massachusetts.

"Sterling is pretty active and engages well," said social media strategist Lauri Stevens. "A lot of police departments don't follow, engage or interact. People want to interact with their police a little more."

"Social media is diametrically opposed to police culture," Ms. Stevens said. But, she said, social media allow police departments to tell their own stories and interact with citizens, "letting their hair down and show their personalities more. The citizens do, too."

The International Association of Chiefs of Police's Center for Social Media surveyed 600 law enforcement agencies across the country and found that 92 percent use some form of social media. Of those, 90 percent use Facebook and half use Twitter.

"It's a great benefit to us," State Police Col. Timothy P. Alben said. "Social media allows us to reach people across the state, and across the country for that matter."

Col. Alben said social media allow state police to share their extraordinary arrests, rescues and other events.

"Our canine is through the roof," he said of the posted dog photos. Col. Alben said the younger generation has a greater awareness of social media, so "we have to adapt and think differently."

Trooper Dustin Fitch in the media relations department has been primarily responsible for social media postings for about six months, but the colonel said his intention is to involve more personnel soon.

"My interest is to get more people to input as we expand and get more comfortable," Col. Alben said. He said that in Toronto, 200 officers engage on social media platforms. "I'm moving in that direction."

Col. Alben said state police hosted its first interactive exchange with the community, and it went exceptionally well. He is looking forward to running another session soon.

Used responsibly, Col. Alben said, social media can be influential, powerful and beneficial, with instant information and updates.

"The downside, it's not always positive," Col. Alben said of the interactions. However, he said, there is room for constructive criticism and suggestions. "It's still kind of wide open."

Ms. Stevens said some police departments are fearful of social media.

"The only way you're going to mitigate some of the risks is to get in the game," Ms. Stevens said.

Among police departments in Central Massachusetts that do not have a presence on Twitter or Facebook are Charlton, Gardner, Grafton, Berlin, Marlboro, Brimfield, Millbury, Paxton, Shrewsbury, Spencer, Sutton, Uxbridge, Boylston and Leicester.

Leicester Police Chief James Hurley said that for his department, "It's strictly a manpower issue."

In Upton, Police Chief Michael J. Bradley Jr. said his department has used social media for about a year, including posting high-profile arrests.

"It's really worked out well as far as getting information out there," Chief Bradley said. For example, police posted when there was a rash of motor vehicle break-ins. "People seem to share information as well. We get messages, both positive and negative. It's a way I can respond to them quickly. It's a really good tool. And it's so much easier and faster from the field with any smartphone."

Chief Bradley said regular postings are important when developing a strong social media presence.

For example, some departments have a Twitter account but are not active. Townsend Police have 269 followers on their Twitter account, but their last tweet was July 30. Blackstone police tweeted four times since May 25, 2012.

The chiefs' association recently informed Worcester that the city ranks third in the country for its Facebook page and fifth for its Twitter account for cities its size. The activity on Worcester's Facebook goes way up when there is a significant event such as a murder.

"We see social media for the department as a way to be transparent and to provide information directly to the public," Worcester Police Chief Gary J. Gemme said.

Chief Gemme said the department is already using other social media such as Instagram, YouTube and Flickr. He said he is exploring the use of the FEMA-approved Twitter Alerts, a new service, in emergencies, and is constantly looking for new ways to interact with the public through social media. Chief Gemme would also like to have online forums.

"We've gotten tremendous positive feedback from the community," Chief Gemme said. "It really is the way for us to get out information to the community and for the community to respond."